The roadmap to Product/Market Fit… maybe

This excerpt, from a Product/Market Fit roadmap by an author drawing on WP Engine's path to becoming a unicorn, argues that the progression from idea to Product/Market Fit runs through personal fit, market fit, customer fit, and other stages, though the author notes it often does not unfold this neatly. It says passion is necessary but not sufficient, and that a founder needs a unique leverage-and-path combination, illustrated by Scott Adams, to gain a competitive edge. On market fit, it offers six questions for testing a working theory of customers, including whether they are plausible, self-aware, lucrative, liquid, eager, and enduring, and it cites Smart Bear, Slack, WhatsApp and Flickr as companies that pivoted after reality contradicted their initial theory.